JANUARY 11, 2009: Consumers have expressed their overwhelming desire to see more British food on supermarket shelves, it is claimed.

In a survey conducted by international food and grocery experts, IGD, it was revealed 87 per cent of consumers want stores to focus more on British food and become more self-sufficient.

In a ringing endorsement for home production and dispelling the perceived image of being grumpy and overpaid, IGD chief executive Joanne Denney-Finch told the Oxford Farming Conference that consumers saw farmers primarily as hardworking, important and down to earth.

Ms Denney-Finch said: "These are exciting times and I hope that this gives you the courage to pursue your convictions and seize the moment. If you can build shopper loyalty this could be the best opportunity for all of you in a decade."

When consumers were also asked to rank 10 professions in order of who worked the hardest, farmers were ranked third behind doctors and nurses and ahead of fire fighters, police and the military.

It is clear that challenges do remain. The consumer still finds food too expensive and asked for farmers to do more to help and half of the respndents said animal welfare was still below expectations.